Social Networking Your Way to Success
If you think social networking websites are mainly for teenagers looking to trade gossip and music tips, you might be surprised to learn that growing numbers of small businesses are using these websites to generate leads, promote their products and services, recruit employees and business partners, and improve their visibility in the wider community. And, compared with many forms of paid advertising, marketing a business through social networking sites is relatively cost-efficient, imposes low barriers to entry, and can enable business owners to target their messages more effectively.
Even if you have never been actively involved in promoting your business online, a web search could reveal that other people are talking about you. Your business may, for example, have been mentioned on a website like Yelp!, which invites members of the public to post reviews of their experiences with local businesses and services, such as restaurants, retailers, salons, and even automotive repair shops. While submitting your own "review" of your business is not allowed on Yelp!, you can log on as a business owner once a review has been posted, claim your business page, monitor the page to find out how many people have looked at your review or if more reviews have been posted, and promote positive customer testimonials on your own website or marketing materials. Browsing review sites can also help you to find out more about how customers rate your competitors.
There are many different types of social networking sites where you can post a profile, search for potential contacts, and glean fresh information about the marketplace. Many business owners choose to join industry-specific sites or more general professional networking sites like LinkedIn, which is designed to help professionals make new connections when looking for jobs or business opportunities and to reactivate existing networks by helping them get back in touch with classmates and former colleagues. The site also encourages users to pose business-related questions to industry experts. In addition to enabling users to share online, professional networking sites can alert you to meetings, trade shows, seminars, and other events taking place in your area.
By becoming a member of professional and social networking sites, you can search profiles or discussion boards for other members who could prove useful to your business, including potential customers, employees, or suppliers. Rather than making a direct pitch, you may be able to initiate contact with prospects informally by participating in discussions on topics of common interest, offering them advice on questions they have posted, or inviting them to view your profile or meet with you at an industry-related event.
Depending on the type of business you operate, you may also want to think about creating a social networking site for your customers or devoting a section of your company website to customer networking. For example, Constant Contact, a provider of e-mail marketing tools to small businesses, operates ConnectUp, a website designed to be used by current and potential customers in the small business community. The site encourages members to post questions and share experiences in discussion forums, take part in educational "webinars," and access Constant Contact’s professional advice or services. Custom social network sites such as these can be extremely effective in building customer relationships, attracting new customers, and generating repeat sales. Studying the postings on your site can also provide you with valuable information about the needs and interests of your customer base, making it easier to tailor your products accordingly.
However you decide to approach social networking, remember that you could lose potential sales and damage your reputation if you use social networking sites to aggressively market your business, rather than to share as a member of a community. Instead of launching into a sales pitch, seek to win the trust of your contacts by offering honest advice and opinions on issues about which you have expert knowledge and by interacting with others in a pleasant, non-confrontational manner. As well as helping you build your business, social networking could turn out to be a great way to make some new friends.
